The book will help you understand the patterns of great value propositions, get closer to customers, and avoid wasting time with ideas that won't work. You'll learn the simple but comprehensive process of designing and testing value propositions, taking the guesswork out of creating products and...

"This book puts management of product innovation in a corporate strategic perspective and argues that a company's competitive position is strongly related to an underlying unique and continually renewed product innovation work process, which drives innovation and delivery of new or improved...